STRUCTURAL EQUATION MODEL OF THE VARIABLES AFFECTING THE BUSINESS PERFORMANCE OF THE RETAIL READY-MADE GARMENT BUSINESS BY E-BUSINESS ADOPTION IN THAILAND

Rapeepun Siriwatpatara; Nuttawut Rojniruttikul

doi:10.26668/businessreview/2024.v9i4.4494

Authors

Rapeepun Siriwatpatara https://orcid.org/0009-0003-4000-8111
Nuttawut Rojniruttikul https://orcid.org/0000-0003-3344-2406

DOI:

https://doi.org/10.26668/businessreview/2024.v9i4.4494

Keywords:

Firm Characteristics, Innovation Characteristics, E-business Adoption, Business Performance

Abstract

Purpose: The objective of this research was to study the influences that affect the business performance of the retail ready-made garment businesses in Thailand.

Method: The study focused on the use of a qualitative method with a questionnaire as the tool for data collection from a sample of 400 retail ready-made garment businesses. Data analyses included descriptive statistics and multiple regression analysis.

Results and Discussions: The factors with the highest means are Customization (mean 5.47), Transactions (mean 5.36), and Supplier Connection (mean 5.30). The multiple regression analysis demonstrated that Customization, Supplier Connection, and Information influence the business performance of retail ready-made garment businesses in Thailand with statistical significance, whereas Transactions do not. Nevertheless, it was also revealed that, in the operation of retail ready-made garment businesses, the value chain for e-businesses includes business performance, production, logistics, the infrastructure of human resources, and finance. E-business adoption influences business performance by beneficially leading to efficient operations and the sustainable growth of organizations.

Research Implications: This disruption, thus, is an opportunity and destruction, which is a challenge for business. Therefore, the business should set the goal for sustainable development by adopting e-business as the key tool to drive the national economy. Furthermore, the use of big data or data analytics would upgrade business efficiency the same as the use of artificial intelligence (AI) that would support business operations, human resource management, and customer information management. Nevertheless, other factors affecting business growth are the use of various platforms, marketing strategies that access the customer widely, reliable services, adoption of technology to e-commerce, and skillful personnel in e-commerce, which would have sustainable positive impacts on the business operation.

Originality/Value: Due to the change in customers’ behavior to become online users, the government sector should set the policy and provide aid to promote the knowledge to the people for employment and careers from the online business that would maximize the value of e-business in Thailand.

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